Honest Smash + Grab x DOOM Debut the 'Doom Burger'
Debra John — May 15, 2025 — Marketing
References: instagram & honestburgers
The 'Doom Burger' headlines a bold new collaboration between Honest Smash + Grab, Bethesda, and Xbox Game Studios in celebration of the upcoming release of DOOM: The Dark Ages. Designed to reflect the high-octane spirit of the DOOM franchise, this limited-edition burger delivers a layered explosion of flavor and heat.
Built with intensity in mind, the Doom Burger features "double smashed beef patties, double American cheese, crispy bacon, sweet onions, pickles, black garlic mayo, crispy onions, and a fiery hot sauce from The Rib Man—an artisan known for bold, small-batch sauces." Customers can choose between the 'Hurt Me Plenty Edition' with 'Holy F*ck Hot Sauce' or the 'Nightmare! Edition' made with 'Judas Hot Sauce' for extreme spice lovers.
Additionally, Honest Smash + Grab’s loaded chips have been reimagined with DOOM-themed toppings. The campaign also includes digital activations and giveaways, offering fans exclusive prizes throughout the promotional period.
Image Credit: Honest Smash + Grab
Built with intensity in mind, the Doom Burger features "double smashed beef patties, double American cheese, crispy bacon, sweet onions, pickles, black garlic mayo, crispy onions, and a fiery hot sauce from The Rib Man—an artisan known for bold, small-batch sauces." Customers can choose between the 'Hurt Me Plenty Edition' with 'Holy F*ck Hot Sauce' or the 'Nightmare! Edition' made with 'Judas Hot Sauce' for extreme spice lovers.
Additionally, Honest Smash + Grab’s loaded chips have been reimagined with DOOM-themed toppings. The campaign also includes digital activations and giveaways, offering fans exclusive prizes throughout the promotional period.
Image Credit: Honest Smash + Grab
Trend Themes
1. Video-game Inspired Foods - The 'Doom Burger' highlights a burgeoning trend where culinary experiences are enriched with video-game inspired themes, transforming dining into immersive storytelling adventures.
2. Limited-edition Collaborations - Brands like Honest Smash + Grab are increasingly partnering with major entertainment franchises to offer limited-edition products, creating exclusivity and heightened consumer engagement.
3. Extreme Flavor Profiles - Consumers' growing desire for intense taste experiences is leading to innovative food creations like the 'Nightmare! Edition,' pushing the boundaries of spice and flavor.
4. Interactive Marketing Campaigns - The use of digital activations and giveaways in the 'Doom Burger' campaign exemplifies the shift towards interactive marketing, fostering direct consumer interaction and engagement.
5. Artisan Hot Sauces - The collaboration introduces a unique opportunity where niche, small-batch producers like The Rib Man gain visibility through mainstream partnerships, appealing to gourmet and adventurous palates.
Industry Implications
1. Gaming - With collaborations such as the Doom Burger, the gaming industry extends its influence into food and beverage, creating cross-industry synergies that appeal to a large demographic of fans.
2. Food and Beverage - By incorporating elements from popular franchises, the food and beverage industry is poised to capitalize on themed culinary experiences that attract gamers and enthusiasts.
3. Digital Marketing - The strategic integration of digital activations within product promotions highlights how digital marketing can create buzz and sustain consumer interest throughout a campaign's duration.
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